Planning an online event soon? Regardless of the size and complexity of your event, Sugar Market has you covered.
With Sugar Market’s event management capabilities, you can easily create, manage, and track events such as roadshows, webinars, lunch and learn or online conferences.
Start with the Form
Creating conversion-focused forms is easy thanks to Sugar Market’s intuitive, drag-and-drop form builder. You can customize anything on your form and embed it into your landing page so that it seamlessly matches your design as we do with our forms:
Create the Event Program
When you decide to create a new event, using Sugar Market’s Event Wizard is the best way to go.
Here you can set up your event’s name and description, select which folder the event will be stored in, and select the number of sessions you want. If this is not your first event, you can copy an existing one.
Copying events will save you a lot of time creating new emails from scratch. All that’s left to do is update each one to match your event.
Setup Your Session(s)
A Sugar Market event can include one or multiple sessions. You can set up multiple sessions for recurring online training, or roadshows with different locations. If you are organizing webinars, Sugar Market integrates with WebEx or GoToWebinar.
In the session setup, you can also configure your calendar invitation and your location’s address (if available). Also, with Sugar Market merge fields, you can automatically pull that data into your emails and reduce manual input.
After everything is set up, you can continue to compose your event emails.
Manage Emails
Now this is where the fun part begins - it’s time to get creative! If you’ve created an event from scratch, you have the option to either create and import customized templates for each of your emails, saving you time.
Notice that, the registration and reminder, as well as the follow-up emails, are Triggered emails while the promotional are Scheduled emails.
If you copied another session that already has the emails, all you need to do is update them with your new content. Once that step is complete, you can set your Triggered and Timed Actions by going to the Actions tab. For example, once your event is complete and you have a list of attendees, you can push that data to your CRM and notify your sales team.
Note that when copying an existing event, the Timed Actions are not copied and need to be redone.
Now that your event program is all set, all you that’s left to is preview and test your form and emails.
Analyze Performance and Visualize Results
After your event has taken place, it’s time to get the insights you need and to understand what worked best for your event.
Sugar Market’s Email Dashboard provides valuable email campaign data, such as opens, clicks, unsubscribes, and much more. You also have the ability to drill down into your results to see precisely who is interacting with your emails, and how.
Track Your Results in Sugar
If your CRM is integrated with Sugar Market, your sales team can take advantage of seeing registration and attendance data directly in Sugar to see who they need to follow up with.
Additionally, if you want to push even more event and webinar insights to Sugar, you may be interested in learning more about our Marketing Responses customization. It stores any marketing interactions from your leads and contacts into a separate module.
We also have custom integrations with Zoom and GoToWebinar, which can create target lists and help you target your event participants with post-event messaging.
Concluding Thoughts
Sugar Market’s Event Wizard simplifies the management and marketing of events and integrates contact web activity, registration and attendee information directly into Sugar, allowing your sales team to have more visibility into which of their contacts have viewed, registered for and attended your events, as well as those that may need additional outreach.
Interested in learning more about Sugar Market’s event planning features? Reach out to us and we’ll be more than happy to schedule a live demo!
Original publication date: June 16, 2020
